Predictive analysis is the process of using historical data, automatic learning (ML) and statistical modeling to predict in particular future results, customer behavior and decisions. In the context of customer engagement, this means identifying models that indicate future purchases, the risk of unsubscribe, the response to channel offers or preferences.
Instead of reacting to a customer, you design proactive experiences according to what they are likely to do afterwards. This allows strategies such as dynamic personalization, notation of retention, product recommendations and even predictive customer service.
A key differentiator is time sensitivity. Although traditional analyzes tell you what happened, that is to say description or why it happened, that is to say a diagnosis, predictive analysis helps you to answer: “What will happen and how can I act before?”
